ARSENAL LAND

http://www.arsenal-land.co.uk/

Arsenal-land is an independent football website written by the fans. Our aim is to produce high quality original content including:

· Intelligent, tell-it-like-it-is opinion columns and features.
· Interesting and thorough historical articles.
· A strong emphasis on input from you, the fans, through interactive features on our main site and our lively discussion forum.

The technology involved is the internet. This replaces the independent magazines (fansines) which are on sale around the arsenal stadium and just provides a more diverse /realistic /honest opinion of fans regarding the situation at Arsenal FC. The main thing is that this is a fairly new and accessible approach to getting many different viewpoints.

Target audience:
The target audience is niche and narrow casted mainly to Arsenal fans who want to look at other peoples view and express their opinion also.

The site sections which allows a non-linear approach to accessing the contents of the website:

There is an interactive section whereby the viewer can download from the website such as wallpapers and merchandise.

Forum sections and comments allow the audience to interact within the site and form an online community. Anybody is able to leave comments or sign up to create forums which show democratisation as they equally have the opportunity to voice their opinion.

History section whereby the audience can gain past knowledge of events (proliferation)

columns/posts:
Put up by users, for users – showing Democratisation. The site is by fans, for fans. To discuss the situation at Arsenal FC and form an online community with discussions, information etc... It provides the latest gossip amongst fans such as ‘five key issues facing arsenal this summer’.

Institutions - none involved as it is fan run. This also shows that there all the information from peer to peer that is shown through the fan site is purely horizontal networking.

Key Concepts
Democratisation – audience have the equal opportunity to voice their opinion. As already mentioned.

Non-linear –the audience can navigate through the website by many menus and links. Such as archives of past columns (shows proliferation as without this technology the old issues/ columns would not be available to re-read)

Horizontal Networking- Information and opinions shared freely about Arsenal FC. This includes pictures and photos as well as the latest information.

Narrowcasting- Website is niche. Only covers Arsenal fans’ content. Hence only Arsenal fans with a passion for more views will visit the site. But with the debates and discussions and diversity of opinion within the website, each member of the audience may be drawn back.-Loyalty through unique and interesting content.